Reebok: Hardcore B-Ballin'

This campaign, which won John Huet the Professional Advertising Photographer of the Year honor at last month's third annual International Photography Awards, known as the Lucie Awards, is intended to "show hardcore teenage players that Reebok re

Published on Nov 06, 2005

Editor's Pick

This campaign, which won John Huet the Professional Advertising Photographer of the Year honor at last month's third annual International Photography Awards, known as the Lucie Awards, is intended to "show hardcore teenage players that Reebok really understands basketball and how important it is to them," says McGarryBowen ECD Warren Eakins. Hence, none of the ads ID the players since "hardcore young players would know them on sight." For the rest of us, the guy in the lead ad here is Baron Davis of the Golden State Warriors, "a veteran known for his shooting ability," says Eakins. In the PDF are ads featuring up-and-comers Shaun Livingston of the San Diego Clippers (passing the ball behind his back) and Al Jefferson of the Boston Celtics, blocking a shot. Steve Francis of the Orlando Magic is getting his hair cut. Francis, an All-Star, was a complete unknown when he came into the league, says Eakins, hence the line about "coming out of nowhere."

As for the quirky typography, it's Andale Mono, with the letter O "filled in by hand, which helps give Reebok an overall identifiable look. I like the fact that this face doesn't have a bold version. Sometimes there's a little play with the letters, like an O being a basketball." The ?I am what I am? tag is "always set in the gothic face Feta Fraktur. I liked that it connects to the street and the world of hip-hop and that it makes some people uncomfortable." What about the general darkness of the photography? "There's not a big reason the ads are on the dark side; I just wanted the photography to look a bit tough." Also in the PDF is an ad celebrating Allan Iverson and a shoe called the Answer IX Pump. See www.cadenbach.com for more on John Huet and www.photoawards.com for more on the Lucie Awards.